Strong occupancy and higher ADR lead to ... lower guest satisfaction?

Global customer satisfaction with hospitality experiences continued to decline during the fourth quarter of 2013, according to new data released by Market Metrix.  Customer satisfaction scores declined two tenths of a point in the Americas during the fourth quarter, and seven tenths of a point versus the same period a year ago. Scores also declined in Europe. Strengthening occupancy and higher prices during this period appear to be the likely reasons.

However, travelers in Asia are reporting higher satisfaction and greater perceived value. Satisfaction scores in the region increased 1.1 points in the fourth quarter. Strong improvements across a range of products and services have enhanced the guest experience for travelers in Asia.

According to Dr. Jonathan Barsky, co-founder and chief research officer at Market Metrix, “Rates always have an impact on customer satisfaction, and with strong RevPAR growth we have seen slipping satisfaction scores in North America and Europe.  Asia, on the other hand, appears to be less price-sensitive, with increasing rates having less of an impact on the overall guest experience.”

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MMHI data is collected from more than 40,000 travelers around the globe. Guests provide more than 200 details about their most recent hotel and casino experiences. The MMHI customer satisfaction score is based on the average rating of 14 product and service questions that are highly correlated with guest loyalty and recommendations. 

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